opportunities beyond the funnel - introducing the "sales robot"
TRANSCRIPT
Opportunities beyond the funnel
INTRODUCING THE
”SALES ROBOT”Emma Storbacka
Henri Syvänen
Emma Storbacka
@emmastorbacka
Henri Syvänen
@syvaenen
The leading marketing innovator in the Nordics
500MILLION
Customer interactions
delivered
49%GROWTH
Annually during last five years
Working on Sales-Driven marketing
160.000HOURS
In strategy, content, advertising, data, and technology
75PEOPLE
Content and programs
Customer and web analytics
Smart advertising
Marketing technology
Strategy
1 2 3Why do we need it?
What is it?
How to make it work?
1 2 3Why do we need it?
What is it?
How to make it work?
Digitalization
Data
10
Cloud & API’s
Automation
1 2 3Why do we need it?
What is it?
How to make it work?
13
14
The Sales Robot
Blueprint
Tracks & scores customer behavior
Does not run on coffeine
Has a briefcase full of engagement tactics
Triggers personal dialog with
customers at the right moment
Focuses only on relevant
opportunities
Helps sales people to close
more dealsTM
The goal is customer lifecycle management...
€
SUSPECT LEAD CUSTOMER
CUSTOMER LIFECYCLE MANAGEMENTLEAD GENERATION
DirectMail
LEAD MANAGEMENT
SocialMedia
Advertising
Content
Download
Nurturing 1
Nurturing 2
Nurturing N
Search
Dialogue A
Dialogue B
Dialogue C
Dialogue N
Trigger 1
Trigger 2
Trigger 3
Trigger N
...with the engagement tactics
Identify Nurture Engage Trigger
• Lead scoring
• Light trigger
• Light nurturing
• Complex nurturing
• Nurturing + advertising
• Activation of recycled leads
• Abandoned cart
• Meeting / call follow-up
• Target group e-mail blasts
• Advertising & lead generation
• Account-based marketing
• Real-time personalization
• Lead generating content
• Interactive content
• Post sales ”thank you”
• Newsletter
• Dynamic subsription management
• Cross/up-sell
• Event invitation
• Service messages
• Satisfaction surveys
• Activation of passive customers
• Contract renewals
• Churn prevention
• Next-best offer
• Sensor-based trigger alert
• Sensor-based up- and cross sell
The Engagement Tactics Gallery
By Avaus Marketing Innovations
B2B Edition
Download online!
1 2 3Why do we need it?
What is it?
How to make it work?
CAMPAIGN PLANNING
CONTENT CREATION
SETUP / LAUNCH
RESULTS / MEASUREMENT
CAMPAIGNS:
PROGRAMS:
PLANNINGASSET
CREATION SETUP
OPERATIONS
PLANNINGASSET
CREATION SETUP
OPERATIONS
PLANNINGASSET
CREATION SETUP
OPERATIONS
TEST MEASURE ITERATE TEST MEASURE ITERATE
TEST MEASURE ITERATE TEST MEASURE ITERATE
TEST MEASURE ITERATE TEST MEASURE ITERATE
From projects to processes
Scalability is the goal
Reach
Impact
Mass marketing
Individual campaigns
To-beHundreds
of programs
Growth hacking skillset is needed
MarketingAnalytics
Technology
Testing & coding
Tactics & content
Customer insight
GH
25
A new way of organizing
CMO
Online Events Products
CMO
Demand gen & nurturing
Analytics & technology
Customer experience
vs.
Why do we need it?
What is it?
How to make it work?
1 2 3
• Digitalization
• Data
• Cloud & APIs
• Filling the funnel
• Up- and cross-selling
• Churn management
• From projects to process
• Scalability
• Growth hacking